Review article
https://doi.org/10.20867/thm.1.2.5
Strategic marketing for small and middle sized hotel firms in Croatia
Vesna Borković
; Fakulteta za turizam i vanjsku trgovinu Dubrovnik, Dubrovnik, Hrvatska
Abstract
The paper analyses the efficiency of the former marketing policy of the tourist suppliers and the tourist policy by applying the elements of marketing mix (product/service, sale, promotion and rates). The paper also indicates that there is the need for qualitative transformation of nearly every more important segment of the tourist supply and the need for the development of the adequate developmental strategy as well as entering the market on all the levels from an economic subject to the country as a whole. Such an approach based on the standard model of strategic planning is described in the second part of the paper. With regard to privatisation and restructuring of the supply special attention has been paid to the small and medium-size hotels for they are expected to be the prevailing ones in the hotel industry in most destinations in Croatia.
Keywords
marketing policy; strategic marketing; small and medium-sized hotels
Hrčak ID:
182529
URI
Publication date:
30.12.1995.
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